The news: At its I/O 2025 developer conference, Google launched a suite of AI-powered shopping tools designed to strengthen its position in ecommerce.

The updates use the Gemini AI model and Google’s Shopping Graph—a continuously updated index of over 50 billion product listings—Lilian Rincon, vice president of product management, wrote in a blog post.

The details: The rollout centers on three key features:

• AI Mode: Google’s new shopping experience combines Gemini’s conversational AI with the breadth of the Shopping Graph to offer personalized, visually rich product suggestions. For example, if a shopper asks for a “cute travel bag,” AI Mode will respond with dynamic panels of curated results that update in real time as preferences are refined—helping consumers discover the right product and new brands.
• Agentic checkout: This feature aims to simplify the path to purchase. Shoppers can track prices, set preferences (like size, color, and budget), and get alerts when prices drop. When ready to buy, Google’s AI completes the purchase on their behalf, adding the item to the retailer’s cart and checking out securely with Google Pay.
• Virtual try-on: Already live, this tool lets shoppers see how clothing looks on them after users upload a full-length photo. It uses a new image-generation model that understands how different fabrics fit and move across various body types and poses, bringing a hyper-personalized try-on experience to billions of apparel listings.

Our take: Google’s move comes amid a wave of retailers and tech companies racing to build AI agents that automate shopping tasks—from product discovery and price tracking to replenishment and purchasing. But with its unmatched scale and search dominance, Google is uniquely positioned to bring AI-assisted shopping to the mainstream—and fast.

Go further: Read more of our coverage of AI Mode here.